Does anyone remember Daft Punk’s Daft Club? Back in Januray 2001, the French electro-bohemians got together with Intertrust, Virgin and Zomba to launch an ongoing exclusive content service. It worked by shipping a unique code with the CD, giving access to the Daft Club online, where the band would provide exclusive new content every month. So if you didn’t buy the original CD, you missed out. OK, it is a resource intensive approach that requires a certain type of act to support it, but the blue print could be applied in ways that wouldn’t even require direct artist participation. At the time I thought that this would be the first of many more similar initiatives, instead the trail went cold, yet it is even more relevant today than it was then. This is exactly the sort of way that record labels can make buying CDs more appealing than downloading it or copying it. Perhaps if the Daft Club example had become widely adopted, CD sales wouldn’t be hurting quite as much as they are now.